Influence of Sex Appeal Advertising on Brand Patronage among Students of Selected Nigerian University

Sex appeal in advertising is unarguably one of the most used strategies by advertisers now than ever Hultin and Lundh (2004). Some parts in Nigeria, specifically within Muslim cultures, are most conservative regarding sensual gratification. So the advertisement, packaging and products must be of Muslim standard. This study, therefore investigates the influence of sex appeal on how consumers patronize Delta soap. Undergraduates of Ladoke Akintola University of Technology, Ogbomosho were surveyed, with a sample across gender, age groups and diverse cultural, religious and socio-economic backgrounds using the questionnaire. Findings reveal that students’ consumers are swaged toward Delta Soap because of the sex appeal in its adverts though consumers hide under skin care potency of the soap. The male respondents are more attracted to the adverts; while adherents of Islam report they are not excited by the sex appeal rather use Delta Soap because of its medicinal value. Also respondents admitted that smoothness and spotless skin particularly the face is perceived to enhance ones’ social appeal and acceptability.